Projects per year
Abstract
The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.
Original language | English |
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Pages (from-to) | 133-163 |
Number of pages | 31 |
Journal | Journal of Relationship Marketing |
Volume | 19 |
Issue number | 2 |
DOIs | |
Publication status | Published - 2019 |
Keywords
- engagement
- digital influencer
- relationship
- marketing
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Dive into the research topics of 'Online engagement and the role of digital influencers in product endorsement on Instagram'. Together they form a unique fingerprint.Projects
- 1 Finished
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Creative Economy in Tourism, Culture, Sustainability and Destination Image: A Study in Northeast Brazil from the Dutch Experience
Kovacs, M. (PI), De Brito, M. (CoI) & Camargo-Borges, C. (CoI)
2/02/14 → 31/12/19
Project: Research